We are storytelling creatures. From the very beginning of civilisation, humans have told stories to transmit messages that needed to be remembered and retold.
The emergence of the Internet and digital technologies has brought about some significant changes to how we tell stories today. Blogging, Facebook, SEO, wearable technology are among the driving forces that have shaped the evolution of modern storytelling.
Over the centuries our need to tell stories hasn't gone away, I would say it's become bigger and bigger. What's changed though are the array of mediums we can use for our stories.
Storytelling tools and mediums
During the past ten years this array has grown massively, accounting for the most rapid evolution of storytelling in communications history and some new storytelling trends such as short videos on Vine or Snapchat stories that disappear in 24 hours. This, in turn, has had a significant impact on the PR business. As natural storytellers, PR people have had to evolve to and adapt new tools and channels to tell clients' stories and disseminate information.